DECISION MAKING IN READING DIGITAL MAGAZINES OF UNDERGRADUATE STUDENTS IN BANGKOK

Abstract

This research had objectives to study 1) personal characteristics and digital magazine reading behavior of undergraduate students in Bangkok and 2) factors affecting decision making in reading digital magazines of undergraduate students in Bangkok. The samples were of 400 undergraduate students who are studying in 1st -4th year universities in Bangkok. Sampling method employed lottery. Questionnaire was used as data collection tool. Statistics used in this study included frequency, percentage, mean, standard deviation, independent sample t-test, and One-way ANOVA. The results are displayed in tabulated and descriptive forms.

The result indicated that most of the respondents are female, age 19 years old, and are studying in the 1st year in bachelor’s degree level. In addition, they read digital magazine nearly a month; use a smartphone as a reading device; read the digital magazine during 22.01 - 24.00 hrs.; spend time in reading when they have free time; spend almost 30 minutes; and consider graphic design, content, book introduction, and information on the Internet for making decision in reading digital magazine. The hypothesis testing indicated that students with different age had different level of decision in reading digital magazine in terms of digital technique usage and students with different education level had different level of decision in reading digital magazine in terms of design, front, digital technique usage and other factors at the statistically significant level as of 0.05.